IN THIS ISSUE
2 Technology/Government Affairs
4 Association News
6 2016 ALA Annual Conference
8 Lightovation
10 Member News
14 Education/Training
The American Lighting Association
is a trade association representing
the lighting and ceiling fan
industries, serving members and
their customers, and working to
protect and advance the industries,
while promoting the sale and
application of quality lighting and
ceiling fan products.
May/June 2016 • Volume 46, No. 3 americanlightingassoc.com
ALA Announces Promotions in
Two Key Positions
ALA recently announced the
promotion of two
long-time staff members, Larry Lauck and
Beth Bentley, CMP,
LA. Lauck was promoted to the position
of executive vice president and Bentley will
serve as vice president
of conferences.
“It is with great pride we announce the
new titles and promotions of Larry and
Beth,” said Eric Jacobson, ALA president
and CEO. “Both are highly deserving and
have been loyal to ALA and the industry
for more than 20 years.”
Larry Lauck
Lauck joined
the ALA team
in 1996 as vice
president, communications.
Prior to that, he
spent 13 years
working for
HBO. He also
brought with
him previous
organizational experience from his work
with the Society of Petroleum Engineers
before joining HBO. Lauck graduated
from the University of Texas at Austin
with a bachelor’s degree in journalism,
Conference Speakers Offer New Insight into the Industry
The ALA Conference Committee has
once again developed
an impressive lineup of
speakers for the Annual
Conference, Sept. 25-27,
in Puerto Rico. From
lighting designers to
business owners to media
specialists, this year’s group of speakers features an array of talented individuals.
Recently, a few of the upcoming speakers
provided some in-depth insight into how
their seminar topics will put the focus on
improving members’ bottom lines.
The Customer Experience –
Accelerating Business Growth
Through Remarkable Experiences
Ryan Estis is the chief experience officer
at Ryan Estis & Associates. Estis travels all
over the world, getting an inside look at what
the world’s best companies do differently. He
then shares that insight with leaders to help
them initiate change, improve performance
and deliver growth.
His original research inspires audiences
through powerful, relevant stories that resonate long after the event ends.
During his keynote presentation, titled
“The Customer Experience – Accelerating
Business Growth Through Remarkable
Expeirences,” Estis will explore today’s
customers and the specific sales strategy
they require. According to Estis, the key is
understanding the importance and number
of consumer touch points that one company
can offer for an entirely unique and dedicated customer experience.
At conference, Estis will share case studies that highlight how attendees can affect
their bottom lines with a focus on category
expertise and consultative selling. “Just as
the lighting industry is transforming to
new technology with LEDs, so should your
approach to leadership and the customer
experience begin its evolution,” says Estis.
Following his main presentation,
Estis will follow up with a seminar
entitled “Next Level
Leadership,” in which
he will challenge con-
ventional leadership
practices and explore
progressive techniques
and technology that
pace with the evolving
business world.
What’s Up (and Coming) With
Social Media
Crystal Vilkaitis is the owner of Crystal
Media, where she is known as the go-to source
for social media marketing in the retail industry. Vilkaitis has spoken to thousands of retailers on making the most of their social presence,
email marketing and mobile marketing tactics.
Vilkaitis has been in the social media industry
for nearly a decade, and has presented her
educational seminars across the globe.
During her featured presentation at
conference, titled “What’s Up (and Coming)
With Social Media?” Vilkaitis will review the
latest updates and releases in social media.
She will also provide a detailed review of
what conference attendees can expect when
it comes to marketing their businesses in the
future of social media.
ALA to Conduct
Consumer Research
Study on Lighting
Buying Habits
The ALA BiNational Advertising and PR Program recently announced
plans to partner with Home Accents
Today to conduct exclusive consumer
research exploring lighting shopping
behaviors and the path to lighting purchases, the results of which will be announced during the 2016 ALA Annual
Conference.
Last year, Houzz released a study on
consumer remodeling habits in which
75 percent of respondents indicated
they planned to remodel their homes
within the next six months. Those
surveyed were then asked to indicate
the home products they planned to
purchase within that timeframe and
lighting came in at the number-three
most popular home improvement item.
This increased interest in lighting
and home renovation sparked a desire
among ALA and its members to learn
more about consumers’ buying habits
and the path they take towards purchasing lighting products. Accordingly,
ALA reached out to various research
bodies for assistance in conducting
this comprehensive research. Home
Accents Today’s shared interest in helping the lighting industry made it the
perfect partner in this research study.
“In today’s ever-changing economic
climate, it is vital for companies to
have a better understanding of how
consumers think about lighting and
how they shop for and purchase
lighting products,” said Dana French,
director of research at Home Accents
Today. “We appreciate our partnership
with ALA to conduct and present this
exclusive shopping behavior data.”
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AlanOkunRomanielloVilkaitisEstis
Lauck and Bentley accept promotions as they celebrate
20 years of serving ALA and the industry.